The Relationship between E-Marketing Strategy and E-Performance: A Conceptual Framework

This paper proposes a conceptual framework that relates e-marketing strategy (Web-Design, Web-Promotion, Web-Price and Web-CRM) with performance at web and firm levels, while considering the contingent effects of firm’s internal and external forces. Based on established literature, through a conceptualization of each constituent element of the theoretical framework, the paper provides a basis for future empirical testing. KEYWORDS Contingency theory, marketing, internet, performance, 4Ws

• Type: Conference
• Year: 2003
• Where: IADIS
• Authors: Paulo Rita, Luis Filipe Lages, Carmen Lages
• Keywords: Conceptual Framework, Future Empirical Testing, IADIS 2003, IADIS 2008, KEYWORDS Contingency Theory